# #245 - Growing Your Brand with Influencer Marketing with Joybyte

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2026-04-21
- Length: 1h 01m
- Episode: 293
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-04-21-245-growing-your-brand-with-influencer-marketing-with-joybyte
- Listen: https://share.transistor.fm/s/94045ddf

## Summary

Myriah Castillo, president of Joybyte, and Val Ponce De Leon, head of influencer at Joybyte, explain how early-stage CPG brands can use influencer marketing as a content engine rather than just a conversion tool. They detail a test-and-learn approach involving nano and micro creators, discussing costs, gifting, and the importance of long-term relationships. The episode highlights specific strategies like whitelisting, repurposing content for paid media, and case studies for brands like Ice Barrel and Jackson's Chips to demonstrate how creator-led growth drives retail and digital sales.

## Outline

1. Introduction: Joybyte's Approach to Influencer Marketing
2. Defining Influencer Marketing and Creator Selection
3. The Test-and-Learn Strategy with Nano and Micro Creators
4. Costs, Gifting, and Setting Expectations
5. Repurposing Content: Whitelisting and Multi-Channel Use
6. Case Study: Ice Barrel and the Biohacking Wave
7. Case Study: Jackson's Chips and Retail Launches
8. Joybyte's Retainer Model and TikTok Shop Distinction

## Topics

- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)

## Most relevant to

early-stage companies

## Mentioned

- Joybyte (company)
- Ice Barrel (product)
- Jackson's Chips (product)
- TikTok Shop (other)
- Grin (tool)

## Related episodes from other shows

- [Advice Line with Troy Carter of Atom Factory](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-07-24-advice-line-with-troy-carter-of-atom-factory) (How I Built This)
- [Advice Line with Christina Tosi of Milk Bar](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-06-11-advice-line-with-christina-tosi-of-milk-bar) (How I Built This)
- [Advice Line with Sarah Kauss of S'well](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-06-20-advice-line-with-sarah-kauss-of-swell) (How I Built This)
- [Advice Line with Andy Dunn of Bonobos](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-04-17-advice-line-with-andy-dunn-of-bonobos) (How I Built This)
- [What It Really Takes To Build a Food Business: Part 2](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-10-25-what-it-really-takes-to-build-a-food-business-part-2) (How I Built This)

## Citing this page

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